Monday, March 20, 2006

KPMG Mobile Survey

The Financial Times highlights a recent KPMG survey (PDF) on cell users willingness to pay for additional services.

From the article:

"The survey of nearly 3,600 mobile phone users found almost 40 per cent said they would not pay a premium on their current bill to receive multimedia services, such as music videos, television clips, news and other content.

“Mobile service providers will need to stop thinking of converged services purely as a revenue booster,” said Sean Collins, global chair of KPMG’s communications practice.

“They should consider them as a churn reduction tool, allowing them to present a much more stable, loyal subscriber base which should be attractive to advertisers and digital commerce partners."

From the study: (PDF)



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